Jesús Plaza is a visionary film and creative director with over two decades of experience in fiction, advertising, and digital storytelling. He has led international teams and pushed creative boundaries, earning recognition like a Shortlist at the Berlin Fashion Film Festival for Waves and Best Short Film at Plasencia en Corto for Birdie — a Goya Awards preselection festival. A passionate advocate for Generative AI, Jesús blends technology with storytelling, expanding creative possibilities. His work with brands like Sony Pictures, Toyota, Old Spice, Y&R, and McCann has brought his unique vision to a global audience.

Creativity has always driven him — from painting Ninja Turtles as a kid to winning his first skate competition, he’s been crafting and experimenting for as long as he can remember. Whether directing live-action or exploring AI-generated visuals, his passion remains the same: “Film is the ultimate art form — it moves emotions at 24 frames per second.” For Jesús, AI is a tool to enhance creativity, enabling more experimentation and freedom in storytelling. Despite working at the cutting edge, Jesús stays grounded thanks to his family, friends, and especially his wife, who reminds him he can do anything. When he’s not creating, he’s procrastinating — because that’s often when the best ideas emerge. He also swears by cold showers (which he both loves and hates) and avoids sharks at all costs, thanks to Jaws.

Looking ahead, Jesús sees AI growing even more powerful, but he believes human creativity will always be at the heart of it. “At the end of the day, humans have to create — it’s in our nature”.